This Thursday, September 12, Ikea is taking up residence in the Italie Deux shopping center, in the 13th arrondissement of Paris. A brand new 6,200 m2 store with an expanded offering of more than 7,000 references. Its goal? “To become the home improvement destination in Paris.”
This is a new adventure that is being written for Ikea. The Swedish furniture giant is moving its store from Place de la Madeleine to Paris (VIIIe arrondissement) to settle in Place d’Italie (XIIIe), in the Italie Deux shopping center, which he now owns. The inauguration takes place this Thursday, September 12. And its location is strategic. “In this family neighborhood, Ikea will be able to reach families with children,” explains Sébastien Bourdin, professor of economic geography at EM Normandie Business School. The 220 employees of La Madeleine are being transferred there and fifty recruitments have already been made.
With its renovated store on Rue de Rivoli (Iis) now dedicated to decoration and its design workshop based in the 12the arrondissement, this is the Swedish actor’s third Parisian store. And “Ikea’s biggest project this year,” explains David Texeira, the brand’s regional director for the Ile-de-France region.
Thirty self-service checkouts will be available to customers. Credit: Julien Hay
“The destination of home improvement”
Seven months of work were necessary before welcoming the first customers to this 6,200 m2 retail space.2spread over two sales floors. On the program, an expanded offer of 7,300 references, or 1,000 more than at Ikea City Madeleine. 3,200 products will be immediately available to take away from the shelves of this store ideally located in this “dynamic” district and with “very good” accessibility in terms of transport. “We are bringing the entire Ikea experience to the heart of Paris,” rejoices Johan Laurell, CEO of Ikea France. “Our goal is to become the home improvement destination in Paris,” enthuses David Texeira. For Charlotte Puisais, consultant at Pixis Conseil, tackling the heart of cities makes sense for a player like Ikea: “Brands with strong reputations like Ikea, Decathlon or Kiabi want to[…]
- challenges.fr
